| 000 | 01406 am a2200289 i 4500 | ||
|---|---|---|---|
| 001 | 6232 | ||
| 005 | 20250325083319.0 | ||
| 008 | 971210s1998 enka b 001 0 eng d | ||
| 010 | _a97062267 | ||
| 020 | _a0761958754 | ||
| 020 |
_a0761958762 _q(paperback) |
||
| 035 | _a(OCoLC)38747057 | ||
| 040 |
_aUk _cUk _dDGU _dDLC _dBAUN _beng _erda |
||
| 041 | 0 | _aeng | |
| 049 | _aBAUN_MERKEZ | ||
| 050 | 0 | 4 |
_aHF5415 _b.M452 1998 |
| 082 | 0 | 0 | _221 |
| 100 | 1 |
_aMercer, David _q(David Steuart) _991309 _eaut |
|
| 245 | 1 | 0 |
_aMarketing strategy : _bthe challenge of the external environment / _cDavid Mercer. |
| 264 | 1 |
_aLondon ; _aThousand Oaks, Calif. : _bSage in association with Open University Business School, _c1998. |
|
| 300 |
_aviii, 325 pages : _billustrations ; _c25 cm. |
||
| 504 | _aIncludes bibliographical references and index. | ||
| 505 | 0 | 0 |
_tPART ONE: LONG-RANGE MARKETING, ANALYSIS AND FORECASTING _tIntroductory Overview _tForecasting _tMarket Research _tShort- and Medium-Term Forecasting _tLong-Range Forecasting _tScenarios _tConstructing Scenarios _tUsing Scenarios _tPART TWO: LONG-RANGE MARKETING: ROBUST STRATEGIES Purpose of Robust Strategies _tCorporate Planning Revisited _tThe Long-Range Marketing Plan _tDevising Long-Range Strategies _t`Generic' Robust Strategies _tShort-Term Actions on Long-Term Issues |
| 650 | 0 |
_aMarketing. _91624 |
|
| 650 | 0 |
_aBusiness planning. _93234 |
|
| 942 |
_2lcc _cKT |
||
| 999 |
_c5186 _d5186 |
||